Item - 2025.TTC6.4

The TTC Board:

1. Endorsed the guiding principles for advancing non-fare revenue opportunities:

• Customer-centred
• Equity-informed
• Transparent
• Strategically aligned
• Operationally feasible

2. Endorsed the proposed work plan initiatives.

3. Endorsed the establishment of a dedicated team to action the non-fare revenue work plan.

4. Directed staff to explore the feasibility of establishing a brick-and-mortar TTC store at Davisville Station, or an equivalent centralized location, and report back to the Board with findings, including potential costs, benefits, and implementation strategies by the end of Q4 2025.

TTC’s 2024-2028 Corporate Plan has a strategic focus on financial sustainability, which includes maximizing non-fare revenue streams while balancing considerations such as the customer experience. TTC staff have investigated new non-fare revenue-generating opportunities, including a review of paid naming rights and a jurisdictional scan examining innovations in other transit agencies. This report outlines a work plan that identifies potential new non-fare revenue opportunities, including a recommendation to not proceed with pursuing paid corporate station naming rights.

The industry scan reviewed over 20 jurisdictions and found that the TTC generates non-fare revenue in many of the same ways as peer transit agencies in North America, primarily in the following categories: advertising, retail, commuter parking, filming, and property. Non-fare revenue accounted for approximately 7% of the TTC’s total revenue in 2024 (excluding non-profitable recoveries), which aligns with North American peer agencies, which range from 2% to 7%. The TTC generates the remainder of its revenue through fare collection and subsidies.

After analyzing potential return on investment opportunities, it was determined that the best course of action is to expand on existing tactics. These include advertising, third-party partnerships and sponsorships, and expanded and innovative retail. To further develop these new opportunities, and enhance existing non-fare revenue streams, new dedicated non-fare revenue staff are required.